The international encyclopedia of marketing
著者
書誌事項
The international encyclopedia of marketing
Butterworth-Heinemann, 1997
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This encyclopedia gives up-to-date and comprehensive descriptions of marketing concepts. With over 3,000 references divided into 18 subject areas this book is intended for anyone involved in the marketing industry at any level.
目次
- Essential concepts
- external environment
- buyer behaviour
- marketing research
- marketing planning and strategy
- product and brands policy
- price policy
- distribution policy
- communication policy
- corporate communication, including PR
- sales management
- business-to-business marketing
- services marketing
- not-for-profit marketing
- retail marketing
- direct marketing
- international marketing
- financial aspects
- organizational aspects
- legal aspects.
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